jonah said it well. it's difficult. they came out with an idea that was novel and fresh. e-vite at the time had become quite stale. not just stale, but the products were clunky. it just didn't feel right to people. they came out with something that was fresh, unique, had a point of view, was beautiful. it really caught on. and the beauty of an invitation service on the web is that every recipient is a potential customer, right? so there's a natural virility built into the service. i think paperless post is a paradigmatic example of why young, upstart, nimble companies can win on the web, which is they focus on product, first and foremost, building a wonderful product that people love to use. and they really architect a simple service in a real branded proposition around that product that grows naturally and virally as each person touches it. >> in cases like these, often no barriers to entry, everybody can do the same thing, copy the same kind of thing. you grow your base. >> yeah. >> but when somebody comes in who has a bigger base, what do you do as a entrepreneur, as t